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http://dx.doi.org/10.14400/JDC.2019.17.6.069

Online Advertising Contents of Eastern Cultural Values and Western Cultural Values: Comparison between Age and Gender  

Han, Sangpil (Department of Advertising and PR, Hanyang University)
Yu, Seung-Yeob (Department of Advertising and PR, Namseoul University)
Publication Information
Journal of Digital Convergence / v.17, no.6, 2019 , pp. 69-75 More about this Journal
Abstract
The purpose of this study was to examine the effects of age and gender on Eastern and Western cultural values imbedded in online advertising. This study conducted a survey of 180 men and women ages between 10s and 60s who lived in Seoul, Korea. They responded the acceptance degree of six online advertising emphasized three Korean traditional values and three Modern values. Research hypotheses of this study were the acceptance of cultural values in online advertising is different between ages, but similar between gender. The hypotheses were supported as the previous studies. Findings suggest several theoretical and practical implications that convergence between modern and traditional values is a more important variable to study in the research of online advertising.
Keywords
Cultural expression of advertising; Online advertising contents; Eastern culture; Western culture; Advertising effects;
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Times Cited By KSCI : 5  (Citation Analysis)
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